OBJECTIVE

1
OBJECTIVE

• To persuade and to convince the listeners to
  switch to Vodafone.

2
THESIS

• The listener/watcher/reader must switch to
  Vodafone because the offer that the spot is
  showing is suitable.

3
LANGUAGE

• The language often refers to SURPRISE
• The bear states that their friend are surprised
  after watching his maneuvers
• The voice-over affirms that it is borned a
  surprising offer
• At the end of the spot the bear concludes saying
  unexpected.

4
IMAGES

• The images cause SURPRISE
• To use a talking bear in a spot
• Bears maneuvers
• The offer introduced.
• In addition in the images there are continuos
• references to the colours of the Vodafones logo
• that are red and white Bears scarf and
• skate, skating rink.

5
MUSIC

• The music is used only in the end of the spot,
• when the voice-over describes the offer, to
• focus the attention of the audience on it
• The music used is Little talks by Of Monsters
• and man , a hit song especially known to
  young audience.

6
WHAT MAKES THIS AD PECULIARLY ITALIAN?

• The bears voice belongs to a famous Italian
  actor called Diego Abatantuono
• He talks with an inflection from Lombardia
• The setting reminds Italian architetcture,
  a typical Italian square.

7
ARGUMENTATION

• The argumentation used to convince the
• audience is using a bear that is an animal for
  his
• nature very closed and reserved but at the spot
• you can see how the bear through Vodafone is
• able to socialize and interact with friends.
• So the bear who is initially reserved, with
• Vodafone is the opposite. The spot wants to
  affirm
• that everyone , also a bear, can change thanks to
• Vodafone.